The term "wave"
You have probably already heard the term "wave" in the world of coffee, even more precisely the term "3rd wave", third wave in English.
Yes, but what does that mean?! Well, we could associate this word with a trendCoffee has evolved a lot, and very quickly, in recent decades. And its development has come in "waves."
It exists three big waves at the time of writing this article. These are often the subject of questions, even misunderstandings, so we thought that an article on this subject could enlighten you.
The 1st Wave
In the 1900s, coffee was primarily considered a tool for staying awake and stimulating. Instant coffee was born, providing a quick, cheap, and accessible coffee, perfect for the crisis-ridden years of the 1910s to 1960s.
The first wave is aptly named because it was the first trend, the one that brought coffee into homes, transforming it into an everyday staple. And we owe this phenomenon in part to soldiers, especially those in World War II. At that time, coffee was scarce in the United States and Canada, as it was sent to the front lines to give our soldiers warmth and courage. Returning home after the war, millions of soldiers, who loved this beverage, brought this habit back.
The 1st wave therefore represents the coffee discovery, but also his integration into our daily livesThis is a mass consumption, where people drink coffee for its effects, not for its qualities.
The 2nd wave
It was in the 1970s that the trend reversed and the second wave appeared, notably with the arrival of large chains like Starbucks. These transformed coffee consumption, which became a multi-sensory experience by offering better quality coffee and popularizing coffee-based "derived" products, such as lattes and cappuccinos.
Espresso became popular in Europe, while filter coffee became more popular here. Taste and pleasure became associated with coffee. We are wondering about new forms of infusion and the origin of coffee. This is also when Arabica coffee takes over from Robusta.
The 2nd wave brings coffee to the rank of pleasure and no more tools.
The 3rd wave
This is the one you're probably most familiar with, as we're currently experiencing it. Coffee now rivals the wines and teas of the world.
We consider coffee as an art, we perfect extraction techniques, we check the origin of the beans, we enhance the roasting. We try to know everything about the product at its core: the origin, the terroir, the farms, the growers.
Coffee becomes an experience in itself, we want to discover coffee from all these angles. That's all it is, the 3rd wave.
In summary
As you have seen, our consumption habits regarding coffee have changed a lot over the years.
Different waves have adapted to these habits, transforming coffee from a simple tool into an object of art.
We can then ask ourselves what the future holds for this sweet nectar: qWhat do you think the 4th wave will be?
